Thomas Richards 1448Claremont Fan Court School 64680

OCR Media Studies J526Individual Media Studies Portfolio B321Planning and Evaluation: Commentary

Fragrance Advert 1: Target Audience for Brava

• For my first fragrance advert Brava, my chosen target audience is for 18-30 year old men. My advert is targeted at this age group because the main message of the fragrance is about going out at night, and how this is the representative fragrance of that hobby.

• My target reader for my perfume Brava is the kind of man who loves the city, is always well dressed for the occasion but has a very busy social life. The Brava man is the man who goes out every week to party and does not let himself be limited by what he does and where he goes.

• The Brava man is the type of man who would read magazines such as Men’s Health and GQ.

• The Brava man is confident in himself, and is always ready to accept a challenge and is very classy, following the top trends and having an exquisite style.

• My target audience is A, B• The Brava man is the man who eats well, who goes to

the gym and shops at luxurious places like Rolex and Ralph Lauren. He is the man who always has what he needs with him such as his phone, and he is ready for every occasion

How Brava targets my audience: codes and conventions

• Brava is very much a fragrance of class and youth, therefore it embodies the codes and conventions of being young, wild and partying every night, whilst also being very classy and fashionable

• The man is positioned leaning against a bridge railing, which overlooks some of London’s modern structures. I used a night backdrop to represent the time at which people would be going out, and the lights in the background create a sense of excitement and adventure, as the man stares into the distance where he is planning to go.

• The fonts that I used also address the classy and wild convention. I used the font ‘Bernard MT Condensed’, which is a font that is masculine, due to it being covered in patches of what seem like dirt, representing roughness.

• The tagline is used was “Into the night”. This creates a convention of mystery and excitement, as young people, especially young men find nothing more exciting than venturing into the unknown to have fun.

Fragrance Advert 2: The target audience for Aquaviva

• For my second fragrance Aquaviva, I chose the target audience of both genders around 18-35+, as it has a more mature theme to it.

• The fragrance is a fragrance aimed at both sexes. This is not the kind of perfume a young person would wear if they were going out into the town. This is a holiday perfume, aimed at a slightly older target audience.

• The kind of man who would wear Aquaviva is the kind of man who likes adventure to exotic places. The Aquaviva man is the kind of man who spends his days relaxing on the beach and staring into the pristine summer waters.

• The Aquaviva man is the kind of man who reads magazines such as Men’s fitness, and watches fantasy-adventure films such as Indiana Jones and Lord of the Rings

How Aquaviva targets my audience: codes and conventions

• My fragrance represents young people of both sexes, as its underlying theme involves the ocean. The fragrance represents people who are at one with nature, and at one with the sea.

• It represents the confident man, who has seemingly tamed the waters, as the sea is very calm and smooth, rather than stormy and rocky. The sun is shining down his back and the sea is behind him, meaning that both the sea and the sun are behind him, and he has tamed both.

• The man also has a sense of adventure, as he is looking out into the distance, which holds a smooth and silky beach with seashells and the perfume bottle, as both shells and the colour blue (the colour of the perfume bottle) represent the sea.

• This persuades you to like the product as it immerses the target audience in a sense of exotic adventure, with luxury yachts behind you and the glorious heat and colourful waters surrounding you.

• If you wear this perfume, then you are the kind of person that embodies these exotic locations, and you are the kind of person that spends their days by the sea, which gleams in the sun.

Research into the magazine industry

• I would place Brava in GQ, which best attracts my target audience of men aged 18-35, who are looking for more of an edge in their social life. It is a magazine for men, and men who want to live their life to the full and seize every single opportunity. The GQ man is fashionable, he is trendy, he is classy and he is the ideal man.

• I would place my advertisement in magazines like GQ due to the fact it is a widely read commercially successful magazine, aimed at a similar target audience to my advert and it uses celebrity endorsement to draw in readers, which means more people would see the advert. Its target audience is sophisticated males aged 25-39 with a desire for style. Success with style has always been the ethos around which GQ was created, as it is a provocative mix of the very best writing, strong visuals and an unrivalled sense of achievement, intelligence and irreverence. It´s the pinnacle of the premium men´s lifestyle magazine market and covers style, culture, entertainment, tech, health, sport, luxury and life.

Research into the advertising industry as a vehicle for my advertisements

As a fuel for my advertisements, I have been researching advertisements for a wide array of different perfumes, and how different techniques are interpreted to sell their adverts and captivate their audiences by analysing adverts for Hugo Boss. I learned about textual analysis, technical codes, messages and stereotyping. For example, in the Jonathan Rhys Meyers: Hugo Boss advert, I learnt that the central figure was a stylish man of many talents, who would bravely venture into the unknown with a confident charismaI studied 3 advertisements that spanned different decades to explore gender representation and how it has evolved. I studied:- Chanel no 5 (1920s) – The advert connotes what every woman wanted to be at that time and how they wanted to live- Charlie (1970s) – the advert is a product of the post feminist era, which presents that a woman should be herself- Lynx Unleash the Chaos (2012) – the advert is a comedic take on the chaos of falling in love, and how this affects the world around. These adverts taught me lots on how different people are portrayed and messages depicted

Research into the advertising industry 2

• I studied soft drinks campaigns like: Coke Zero meets James Bond, Lucozade: The Edge, Duffy and Diet Coke and James Bond and Heineken (Skyfall) . In these adverts, we have been looking at the social values represented in these adverts, and how celebrity endorsement is used for promotion. In adverts such as the James Bond and Heineken advert, we learnt how synergy is used with popular action and adventure movie franchises to promote both products, and how including AA movie conventions in advertising can make an advert so much more empowering and interesting to behold.

• We also discovered the use of sexual stereotyping, and how this is perceived in the advertising industry, even in advertisements for soft drinks.( A prime example of this being in the James Bond Coke Zero advert, where women shot in revealing poses is used to promote Coke Zero) We have also studied car advertisements, one of which used synergy with the successful Iron Man franchise to promote the Audi e-Tron

Evolution of my first advert – before and after editing

Evolution of my second advert – before and after editing

The changes I made when my advertisement went to the final stages. As I was unhappy with the final layout, I decided to take my photo into the collage application Moldiv. I used two other pictures, and created a collage which enabled me to fit all my pictures in whilst making it look professional

Evaluation of the strengths and weaknesses of my advertising campaign

Looking at my first advertisement, I was extremely pleased with how the advert went overall. I was very happy with the background location as it added a real sense of class to my advertisement. I was also very pleased with the font style and size, as it fitted almost perfectly into my advertisement and made it look much more professional. However, despite the strengths of the advert there were a few weaknesses. For example, the positioning of the model could have been a little different, and he could have been facing the camera more than he did, which wold have made the advert stand out much more

For my second advertisement, although I encountered problems along the way I was very pleased with the final product. I was very pleased with the positioning of my model as it was in my desired place slightly toward the left, which let plenty of room for the bottle and emphasised the theme of the ocean. The collage idea for the advert also worked really well, as it made the advert look more professional and enabled it to include more content. The title and tagline were also very easy to read, and overall the only weaknesses were the problems along the way, which I was able to overcome with the collage